Liu Ruiqi devoted himself to the research of brand management and published dozens of influential papers in various domestic media. Some papers have been compiled into a collection of essays, among which the more influential ones are "The third eye looks at the third hand of America", "Quality is the guarantee of brand reputation, and brand reputation is the image of the enterprise", "Advertising strategy in the practice of Hengyuanxiang famous brand", "Culture, casting brand" and so on. He has been on the platform of masters, doctors and MBAs from Shanghai Jiaotong University, Donghua University and Shanghai University of Finance and Economics for many times, and has been praised as "the first person in brand management in China" by various industry organizations and economic circles.
From a wool shop in Nanjing Road 1987 to a group company with assets of hundreds of millions, Liu Ruiqi has created many classic brand management cases and stories in China. 1992 registered Shanghai Hengyuanxiang Wool Company, and successfully started to cooperate with manufacturers to produce "Hengyuanxiang" brand and "Xiaodong" brand wool products under the "brand operation" mode of franchise strategic alliance. In order to fully implement the brand development strategy, Liu Ruiqi initiated the "five-second advertising" marketing in China, which is called "Hengyuanxiang phenomenon" in the advertising industry. From 65438 to 0998, he split Hengyuanxiang Wool Company into seven companies, covering wool, wool spinning, home textiles, knitting, hosiery, daily chemicals, clothing and other fields. In February of 200 1 year, through the "most successful and classic" MBO acquisition in China, the overall transformation of Hengyuanxiang was realized, which laid the foundation for the development of Hengyuanxiang Group and opened up new development space.